Public relations (PR) professionals are slow to adopt AI, compared to their other counterparts in the media industry. According to the latest report on AI adoption in the media industry, despite industry buzz on AI, fewer than half of the journalists participating in the study use AI regularly.

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Cision, a leader in consumer and media intelligence solutions, unveiled its 15th annual State of the Media Report, a highly anticipated benchmark study on media industry trends. The report, based on a survey of over 3,000 media professionals worldwide, highlights journalists’ keen focus on combating misinformation, their growing reliance on data, and the surprising shifts in the social platforms to which they are active.

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The findings underscore the ways in which public relations professionals can reach positive media outcomes faster by providing journalists with targeted, well-researched stories that are relevant to their audiences.

“The report reveals how comms professionals can be the trusted partners that journalists need in today’s changing landscape,” said Carrie Parker, Chief Marketing Officer at Cision.

Some Key Findings from the Report:

Nearly three-quarters (72%) of journalists value press releases as their preferred content to receive from PR professionals.42% of journalists reported their biggest challenge of 2024 as maintaining credibility as a trusted news source.Despite industry buzz on AI, fewer than half of the journalists participating in the study use AI regularly.Multimedia assets (images, data visualizations, and videos) are being leveraged by the media more than ever, with 87% of journalists using those supplied with pitches and stories.Facebook is experiencing a resurgence, with journalists naming it one of the top three platforms for increased activity.

15 Years of Identifying Trends in Media

This year’s report marks a milestone for Cision and the media industry. What began in 2009 as a relatively small, joint study with George Washington University, has grown into a trusted industry bellwether. The report shines a light on the ever-changing media landscape with the goal of helping PR professionals establish deeper connections and improve outcomes with journalists worldwide.

“Over 15 years’ worth of data consistently shows the value journalists place on their relationships with public relations professionals. Every year, we gain deeper insights into how PR leaders can build even stronger media partnerships,” said Carrie Parker, Chief Marketing Officer at Cision.

Carrie added, “Journalists, like media relations professionals, are facing many challenges and industry-wide shifts including learning to navigate new technologies like generative AI and understanding evolving media behaviors. This year’s State of the Media report reveals key opportunities for PR and comms professionals to be the trusted partners that journalists need in today’s rapidly changing landscape.”

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